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dc.contributor.authorLees, Nicholas J.en
dc.contributor.authorSaunders, Caroline M.en
dc.date.accessioned2015-05-14T02:07:53Z
dc.date.issued2015-01en
dc.identifier.isbn978-1-877519-38-3en
dc.identifier.issn1170-7682en
dc.identifier.other334en
dc.identifier.urihttps://hdl.handle.net/10182/6550
dc.description.abstractThis research used semi-structured key informant interviews with twenty-one European gatekeepers and twelve New Zealand exporters. Gatekeepers were defined as manufacturers, importers, distributors or retail customers who controlled the flow of product and information through the supply chain to the final consumer. The research indicated that the credence attributes of New Zealand food products were important to consumers but they were frequently filtered out through the distribution channel where products get further processed, repackaged and rebranded, or became an ingredient in another food product. As a result, a large percentage of New Zealand food exports arrived at the consumer unbranded and not identified with their New Zealand origin so they did not have New Zealand-specific credence attributes associated with them. The majority of New Zealand’s beef and dairy exports were unbranded commodities that entered the manufacturing sector as raw materials or ingredients for processed products. Likewise, significant proportions of lamb and venison exports entered the food service sector and were delivered to hotels, restaurants and institutions where they were, frequently, not identified to the consumer as being of New Zealand origin. The main products that were consistently branded and reached consumers with identification of New Zealand origin were kiwifruit, apples and wine.en
dc.format.extent65en
dc.language.isoenen
dc.publisherAgricultural Economics Research Uniten
dc.relationThe original publication is available from - Agricultural Economics Research Unit - http://hdl.handle.net/10182/6550en
dc.relation.ispartofseriesAERU Research Reportsen
dc.rightsCopyright © The Authors.en
dc.subjectconsumer behaviouren
dc.subjectfood attitudesen
dc.subjectwillingness to payen
dc.subjectNew Zealand fooden
dc.titleMaximising export returns (MER): Communicating New Zealand's credence attributes to international consumersen
dc.typeReport
lu.contributor.unitLincoln Universityen
lu.contributor.unitAgribusiness and Economics Research Uniten
lu.contributor.unitFaculty of Agribusiness and Commerceen
lu.contributor.unitDepartment of Agribusiness and Marketsen
lu.contributor.unitResearch Management Officeen
lu.contributor.unit/LU/Research Management Office/2018 PBRF Staff groupen
dc.subject.anzsrc070108 Sustainable Agricultural Developmenten
pubs.commissioning-bodyMBIEen
pubs.confidentialfalseen
pubs.editionAERU Research Report No. 334en
pubs.organisational-group/LU
pubs.organisational-group/LU/Agribusiness & Economics Research Unit
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/AGMK
pubs.organisational-group/LU/Research Management Office
pubs.organisational-group/LU/Research Management Office/2018 PBRF Staff group
pubs.publication-statusPublisheden
pubs.publisher-urlhttp://hdl.handle.net/10182/6550en
dc.publisher.placeLincolnen
lu.identifier.orcid0000-0001-6394-4947
lu.identifier.orcid0000-0002-9412-7939
lu.subtypeCommissioned Reporten


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